This research investigates the continuum of choice—unseen, unanticipated causes and consequences of consumer decisions. Three essays investigate hidden factors that influence the choices we make, subtle ways to affect ...

Firms increasingly adopt online and multi-channel marketing strategies to reach and persuade consumers. Therefore, designing an effective marketing mix is critical to their success. The aim of my dissertation is to understand ...

The internet has revolutionized marketing. Firms use the internet to procure advertising content, reach consumers, and offer a convenient channel of purchase. Given the growing importance of the internet, marketers must ...

This research examines the effects of firm transparency on consumer behavior. Three essays investigate how consumer behavior changes when firms are transparent about costs, wages, and promotional strategies. Essay one ...

My dissertation is composed of three papers on symbolic consumption–how consumers use products, brands, and time to express who they are and signal status. The first paper (Brand Tourists: How Non–Core Users Enhance the ...

In this dissertation, I study how consumers influence each other in the adoption and engagement of digital goods. In the first essay, I study peer influence in mobile game adoption. Although peer effects are expected to ...